Google Cloud Next

The Inaugural User Conference

Virtual Concepts Turned IntoReal-World Experiences

Google Cloud Next, the inaugural user conference, aims to educate partners, developers, IT leaders, engineers, press, analysts, and cloud enthusiasts on the benefits and applications of the Google Cloud Platform. From concept to execution in less than two months, “machine learning” and “cloud computing” concepts are brought to life for 11,500 attendees through designs that turn virtual concepts into real-world experiences.
The Moscone Center, San Francisco, plays host to exhibits and games that bring the Cloud concepts to life. “We wanted to make sure that everything we did was purposeful and practical, first and foremost, but very playful,” said Philip McDougall, creative director for Google Events and Experiences. Noting that enterprise spaces tend to be “buttoned-up,” McDougall’s team and Sparks brought “Google-iness” to the installations for an interactive environment that was “a little Willie Wonka and a little Dr. Seuss—very hands-on and playful, but very minds-on, too.”